5 : How can the ACE process help you persuade your audience?

An audience's belief that you have expertise and are trustworthy based on your knowledge, character, reputation, and behavior.

Credibility

A violation of logical reasoning that leads to a flawed argument.

Fallacy

What type of logical fallacy is this? Supporting an idea by comparing it to something that is not comparable.

False analogy

What type of logical fallacy is this? Assuming there is a cause and effect between two things without proving the relationship.

False cause

What type of logical fallacy is this? Asserting that only two choices exist, while ignoring other options.

False dilemma

What type of logical fallacy is this? Drawing a conclusion from a sample that is either too small or does not represent the larger population.

Hasty generalization

What type of logical fallacy is this? Stating a claim but providing no evidence to support it.

Ignoring the burden of proof

How do you build your credibility?

Know your audience, establish credentials, present ideas effectively, tell the truth, responsibility for mistakes

What type of evidence can support your argumentation?

Numerical data, facts, expert authority, personal experience, examples

The process of influencing your audience to agree with your point of view, accept your recommendation, grant your request, or change their beliefs or actions in a way that facilitates a desired outcome.

Persuasion

The person or people to whom your message is addressed.

Primary audience

How does business build credibility?

Provide examples of work, testimonials, provide photos and credentials, showcase successful projects, mention awards

What should you ANALYZE in planning your message?

Purpose, desired outcome, business results Audiences' and stakeholders' need Content needs Medium choices

What type of logical fallacy is this? Focusing on an irrelevant issue to draw attention away from a central issue.

Red Herring

A response intended to prove an objection is wrong.

Refutation

How do you appeal to your audience's emotions?

Safety, love and belonging, self-esteem, self-actualization

People other than the primary audience who may read to hear your message.

Secondary audience

How do you compose a persuasive message?

Write a persuasive subject line, establish that a problem or opportunity exists, show that solving the problem is feasible, anticipate objection, show that you understand the perspective of your audience, identify next steps

What type of logical fallacy is this? Attacking a person who disagrees with you rather than addressing the issues.

Ad hominem attack

What type of logical fallacy is this? Offering as evidence statements such as "everybody knows".

Appeal to popular opinions

A persuasive appeal that supports a position with reasons and evidence.

Argumentation

How do you analyze audience content needs?

By information needs, motivations and benefits, and potential resistance

How do you evaluate a persuasive message?

By questioning the statements in your message

An admission that the opposing point of view has merit but does not invalidate your argument.

Concession

What type of psychological principles should you make appeals on?

Consistency, social proof, liking, reciprocity, scarcity, emotional commitment, powerful language